By Ryan Taft
Have you ever missed out on a sale because you believed there was no sale to make?
It was a Saturday morning and I was selling new homes in Phoenix. The first customer of the day made sure I knew they were coming. I could hear the bass thumping from a mile away. Up pulled a glittery, purple low-rider Cadillac with gold rims. As the car door opened, seven people literally fell out of the car in a cloud of smoke. And, no…It wasn’t cigarette smoke.
I clearly recall my exact thought, “Geez…this will be a colossal waste of time.
Because I believed they were not real buyers, I didn’t try to sell them. No discovery. No trial closes. No real effort at all on my part. I just sent them to look at our model homes while I waited for a “real” buyer.
At the next sales meeting, the VP of sales was highlighting sales that had happened that week. He mentioned how another sales person got a cash sale from a family in a purple low-rider Cadillac.
Apparently they had won the lottery.
Pause for a second and let me ask you a question. Why didn’t I try to sell this family a home?
If you said, “Because Ryan, you didn’t believe they would buy” then you would be correct.
“You sell out of your convictions.” – Jeff Shore
How to leverage positive beliefs to make more sales
As we know from folks like Tony Robbins, Zig Ziglar and Earl Nightingale, you move towards
your most dominant thoughts. That being said, here are three strong beliefs you should adopt in order to make more sales.
1. Every customer is a qualified customer – I get that it is easy to look at someone and assume they can’t, or won’t purchase. But here’s the thing…wouldn’t you rather believe everyone is a qualified customer and be wrong rather than believe people aren’t qualified and be wrong?
Believing every customer is a qualified customer ensures that you do everything in your power to take the sale as far as it will go and that if the sale stops, it is because the customer stopped it, not you.
2. Objections are necessary and normal – I am super skeptical of any customer that doesn’t have an objection. In my experience those folks are either mystery shoppers or they are a cancellation waiting to happen.
You should get excited when you get an objection. They are buying signals! Having the belief that objections are necessary and normal stops you from being defensive when you get them.
3. Every customer buys on the first visit – Let’s say you have the belief that your customers take two or three visits before they will purchase your product. I can tell you that you will not ask for the sale on the first visit. Why would you? You will not act against your belief.
Belief = Customers won’t buy on first visit
Action = Do not ask for sale on first visit
On the other side of the coin, when you believe customers do purchase on the first visit, you will ask for the sale every time. Odds are you will pick up some sales that otherwise would not have happened.
Remember that your job is to take the sale as far as it will go which means holding beliefs that serve you and your customer to improve their lives.
I would love to hear what other positive beliefs you have, which helps you be your best for your customers!